Titolo | Conformity |
Agenzia | Grey Worldwide Dubai |
Campagna | Save The World - THE One |
Cliente | THE One (Total Home Experience) |
Marca | THE One |
Posted | Febbraio 2006 |
Prodotto | Home Furniture |
Settore | Utensili domestici, Mobili e giardinaggio |
Trama | THE One campaign reshaped the whole retailer category moving out of the cliché ads and beautiful clean furniture shots. The brand was telling people something different. The campaign was integrated linking in-store to print to outdoor to buses to online. |
Filosofia | We discovered that THE One did not have customers but fans. There was no need for product preaching but more of sharing of the mission, vision and experience. THE Ones mission is to save the world from all cheap or overpriced home retailers, from predictability, from clichés, from conformity, from gravity They were involving their fans emotionally in the brand urging them to express themselves in different ways and not be tied down by expectations. THE One brand offers its consumers an emotional experience giving them drama, passion, entertainment, soul by transforming the stores into magical theaters with stage displays, props products and play goals and experience. |
Problema | With the plan to take the world by storm, it was imperative that THE One became more powerful as a brand and less associated with furniture per se. We wanted to rise above the category and take the brand to a whole new level and create a powerful personal connection with the customers. |
Risultato | The campaign took people by storm, we watched people debate the various executions feverishly. They loved some, they identified with others. Some made them laugh, some made them uncomfortable but they all felt it was distinctive, relevant to the brand, contemporary, edgy, intelligent and challenging. People were waiting for what was coming next. While others basked in the bright side with beautiful people and nice furniture we dared to do things different. It paid off. |
Tipo di Media | Pubblicita' su quotidiani |
Market | Emirati Arabi |
Other | Hala Abdelmalak |
Copywriter | Kirti Abraham |
Copywriter | Tertia Dutoit |
Creative Director | Mounir Harfouche |
Advertising Manager | Nadim Khoury |
Art Director | Alisdair Miller |
Graphic Designer | Rolando Ruiz |
Photographer | Suresh Subramanian |